Artifacts from BTS and LE SSERAFIM featured at Grammy Museum exhibit put K-pop fashion in the spotlight

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The Grammy Museum launched its first full-floor K-pop exhibit as part of its ongoing initiative to explore the music, culture, technology, fandom, and business behind Korean pop music.

The museum partnered with Hybe, the South Korean entertainment company behind K-pop sensation BTS and countless other international acts, and its archivists, to provide attendees with an in-depth look at the company’s roster and the ways in which they have evolved the K-pop landscape.

K-Pop, or Korean Pop music, not only took the global music scene by storm but also established itself as a significant influence in the world of fashion.

“Hybe: We Believe in Music, A Grammy Museum Exhibit” ran from August to September at the museum in downtown Los Angeles. The artifacts in the 4,000-square-foot exhibit have never been displayed before in a museum — with the exception of a few BTS wardrobe and costume items.

The pieces represent 78 K-pop stars, known as idols, and include outfits worn in well-known concept photos and music videos like BTS’s “Yet to Come (The Most Beautiful Moment),” SEVENTEEN’s “Maestro,” TOMORROW X TOGETHER’s “Sugar Rush Ride” and the Gen Z K-pop girl group LE SSERAFIM’s “Easy.”

Hybe’s junior groups, known as rookie teams, were also represented, including BOYNEXTDOOR, TWS, &TEAM, and ILLIT.

Three books from Big Hit Entertainment founder Hitman Bang’s personal collection are included: Korean-language copies of Hermann Hesse’s “Demian: The Story of Boyhood,” which inspired BTS’ 2016 album, “Wings”; Erich Fromm’s “The Art of Loving,” which informed their “Love Yourself” series; and “Jung’s Map of the Soul” by Murray Stein, which lead to their “Map of the Soul” series. Big Hit Entertainment became Hybe in 2021.

Grammy Museum President and CEO Michael Sticka planned for the exhibit to “take over the entire third floor of the museum,” and that it was one of the largest exhibits they had ever curated.

He said the exhibit celebrated the major music company’s role in K-pop. “Hybe in particular, their impact on the world of music is really indisputable.”

The vibrant music genre is characterized by its catchy tunes and meticulously choreographed performances, and equally known for its eclectic and trendsetting fashion sense. K-Pop fashion is a seamless blend of traditional Korean elements with contemporary and avant-garde styles, creating a unique aesthetic that captivates fans worldwide.

Renowned designers and luxury brands have recognized the marketing power of K-Pop idols, leading to collaborations and endorsements that further cement the genre’s status in the fashion world. Idols like BTS, Blackpink, and EXO have become ambassadors for brands like Louis Vuitton, Chanel, and Gucci, showcasing how K-pop transcends music and enters the realm of high fashion.

In addition, K-pop fashion is heavily influenced by the idols’ fans, known as “fandoms.” These dedicated followers often emulate their favorite idols’ styles, creating a ripple effect that extends beyond Korea to fashion enthusiasts worldwide.

Social media platforms play a crucial role in this exchange, allowing fans to stay updated on the latest trends and looks sported by their favorite stars. The cultural amalgamation is particularly evident in world tours and international appearances, where fans show up in attires reflecting the style of their favorite K-Pop idols.

“The goal from the beginning was to shine a light on the innovation of the company, like in the technology arena, in the music business beyond the world of K-pop,” Grammy Museum curator Kelsey Goelz said.

Beyond the artifacts, the exhibit offered interactive experiences, such as a “random dance play” in the museum’s rotunda, where attendees sang and danced to music from Hybe acts, and a Photoism booth, where they posed for photos alongside their favorite acts.

There are also plans for a permanent “Mono to Immersive” interactive site, where Grammy performances are remixed to demonstrate the evolution of recording technology. For the exhibition presentation, the museum incorporated BTS’s 2022 Grammys performance of their hit “Butter,” which allows attendees to watch the performance and experience what it would sound like to listen to it using 1920s technology and so on, up to the modern-day.

Hybe COO Tae-Ho Kim the exhibit offered an opportunity to K-pop and Hybe superfans, those who were curious about the music, and fans excited to learn more. He said his company aimed to introduce Hybe to more visitors, as well as showcase “the journey that we have taken in the global music industry and the global market.”

Kim also saw the exhibit as a great chance for rookie “new teams, new artists” to be introduced to a wider audience of American music fans.

“Having good momentum is very important for their entrance into the American music market,” added Kim.